Customization of search results for search queries received from third party sites

ABSTRACT

A third party website provides a search interface to a general search engine. A site profile of the third party website describes various topics, keywords, or domains that are potentially relevant or of interest to users who access the third party website. The topics are associated with a topical directory, with domains associated with each topic; the domains in a given topic are given various weightings. When a search is submitted to the general search engine from the third party website via the search interface, the general search engine uses the site profile to customize the search results. The search results are customized by weighting the ranking of documents from websites associated with the topics in the site profile. The site profile can be manually or automatically constructed.

CROSS-REFERENCE TO RELATED APPLICATION

This application is related to U.S. application Ser. No. 10/646,331,entitled “Improved Methods for Ranking Nodes in Large Directed Graphs,”filed on Aug. 22, 2003, which is incorporated by reference herein.

FIELD OF INVENTION

This invention relates in general to online search engines, and inparticular to customization of search results.

BACKGROUND OF INVENTION

The current state of the art in online search engines is highly advancedin its ability to retrieve documents (e.g., web pages or portionsthereof, images, audio files, video, multimedia, etc.) that areresponsive to the terms of a query. Search engines today can quicklyretrieve specific documents that match the terms of the query.

Web site operators often contract with a search engine provider toobtain an interface to the search engine on the operator's website. Thisallows users who are on the operator's website to perform a search ofthe entire internet from a search box on website. Conventionally, thesesearches will return the same results as if they were done directly fromthe web site of the search engine provider, in that they do not reflectany influence on the results in view of the contents or theme of thewebsite, or the interests of the website operator.

For example, on a website that focuses on providing information aboutmajor league baseball, a general search on “giants” will typicallyreturn search results oriented to giants. However, the site operatorwould prefer to customize the search results to reflect the interests ofusers of the site, who presumably are interested in baseball. Thus, itwould be preferable to the site operator if the generalized searchinstead returned results oriented towards the San Francisco Giantsbaseball team.

Similarly, using current search approaches, site operators of twodifferent website, one of which is oriented towards sports, and anotherof which is oriented towards politics, will provides users of theirrespective sites exactly the same results a given query to a generalsearch engine, for example, the query o the “drug testing in baseball.”However, the first site operator would prefer that users obtain resultsabout baseballs teams have implemented drug testing, while the lattersite operator would prefer that users obtain results about legislationrelated to drug testing in sports. Thus, there is a need for providing amechanism and methodology for customizing search results provided by asearch engine in accordance with the interests of the site operators.

SUMMARY OF THE INVENTION

The present invention provides allows a site operator specify a set ofinterests or topics which will influence the presentation of searchresults provided by general search engine in response to queriesreceived the website of the operator. The present invention has multipleembodiments, including a system for providing a search engine, amethodology for processing a search query, and a site operator interfacefor the site operator to specify topics, and the degree of influencesuch topics have on search results.

For a site operator's perspective, the present invention provides amechanism for customizing search results provided by a general searchengine in response to queries received from the site operator's website.A general search engine is a search engine that performs a search on ageneralized corpus such as the Internet and World Wide Web, and notlimited to the contents of the site operator's website; a searchessentially limited to the content of the site operator's site is calleda site specific search. In one embodiment, the site operator provides aset of interests, for example as a set of topics or categories from atopical hierarchy or directory, which reflect the interests of the siteoperator or the expected users of the site operator's website. Forexample a site operator of a sports oriented website may choose topicssuch as “baseball,” “football,” “basketball”, etc. as topics ofinterest.

In one embodiment, these topics are stored in a site profile associatedwith the site operator's website; alternatively the site profile can bestored at the search engine website. In another embodiment, theinterests are encoded as parameters (e.g., topic IDs) that are storedwith the code for the search query interface on the site operator'swebsite, and passed to the general search engine as query stringparameters, along with the search query terms, when a search query isentered in the search query box by a user. This approach may bedescribed as runtime passing of the site operator's site profile.

In another embodiment, the interests can be extracted by keywordanalysis of one or more web pages on the site operator's website toidentify topical keywords; by link analysis of one or more web pages onthe site operator's website or that link to the website; by analysis ofsite-to-site browsing of users who access the website; by analysis ofprior search queries done on the site operator's website. In general,any attribute of the site operator's website can be used to define theinterests of the site operator. Optionally, the site operator can alsospecify the degree to which the site profile influences the searchresults from a search.

The site operator provides one or more web pages on its website thatinclude a search query interface to the general search engine, such as asearch query box. A user visiting the website can input a search queryto the general search engine via this search query interface. Dependingon the implementation, the general search engine either retrieves thesite profile (which contains the interests of the site operator) orreceives the site profile in the query string parameters. In eithercase, the general search engine retrieves documents that are relevant tothe query terms and presents these as search results. The search resultsare ranked according to the site operator's interests, as expressed inthe site profile. Thus, the results that more relevant to the interestsof the site operator will have a higher placement in the overallpresentation of the search results.

In one embodiment, the ranking of search results operates to increasethe relevance score of documents that are associated with topicdirectory. Each topic in the directory is associated with a group ofdocuments (e.g., websites) that are deemed relevant to the topic. Foreach document (again, website), a weight (equivalently, a “boost”) valueis provided which indicates the degree of relevance of the site to thetopic. All pages within a given site get that site's boost value. Theboost value may be understood as a scaling factor that represents therelevance of the site to the topic. During query processing of a searchquery, the set of documents is returned, and each document is scored forits relevance to the query. If document is from one of the websitesincluded in topics in the site operator's site profile, then thedocument's relevance score is adjusted by the weight, if any, of thatwebsite with respect to the topic. The adjustment may be, for example bymultiplying the relevance score by the boost value, thereby scaling therelevance of the document to the query. Generally, only those documentswhich belong to sites listed in the directory will have a boostedrelevance score, and other documents in the search results will not.

In one embodiment, as indicated above, the site operator can specify thedegree of influence that the site profile has on the search results.This is done by using a customization control, which allows the siteoperator to specify a degree of influence from 0% to 100%. The input ofthe degree of influence can be textual (e.g., input of a number) orgraphical. The ranking of the documents in accordance with their boostedrelevance scores is then a function of the degree of influence, eitherfrom no influence (where the boost value has no effect on the relevancescore) to complete influence, wherein boost value for a document isapplied 100% to the document's relevance score, and any number ofintermediate levels of application. The site operator can thus controlthe degree by which the site profile influences the ranking of documentsin the search results by adjusting the position of the customizationcontrol.

A system embodiment includes a topic directory for providing topics(categories) to a site operator, a general search engine and index forsearching indexed websites in response to a query received from a searchquery interface on the site operator's website, and in one embodiment,customization component for allowing the site operator to specify adegree of influence that the site profile will have determining therankings of the search results to the search query. A site operatorinterface embodiment includes a topical directory, with various topics,and graphical controls (e.g., checkboxes) in which the site operator canselect topics of interests, and, in one embodiment, a control thatallows the site operator to adjust the search result ranking inaccordance with his site profile.

The present invention is next described with respect to various figuresand diagrams and technical information. The figures depict variousembodiments of the present invention for purposes of illustration only.One skilled in the art will readily recognize from the followingdiscussion that alternative embodiments of the illustrated and describedstructures, methods, and functions may be employed without departingfrom the principles of the invention.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates a third party website of a site operator includingsearch query interface to a general search engine.

FIG. 2 illustrates a topical directory.

FIG. 3 further illustrates the topical directory, including varioussubtopics.

FIG. 4 further illustrates various subtopics of the topical directory.

FIG. 5 illustrates s software architecture and associated dataflow forone embodiment.

DETAILED DESCRIPTION

Referring now to FIG. 1 there is shown a page 100 of site operator'swebsite, including a search query interface to a general search engine.It is understood that the general search engine is operated at adifferent website provided by a search engine operator than the siteoperator's website. (A site operator's website will also be referred toherein as a “third party website,” as it is a third party with respectto the general search engine operator.) The page 100 includes a queryentry field 102 in which a user who is visiting the third party websitecan enter the terms of a search query. A search button 106 submits thequery to the general search engine for processing.

In one embodiment, the site operator defines a site profile via aninterface provided by the general search engine operator. Referring toFIG. 2, there is shown a topical directory 202 that may be provided bygeneral search engine operator to the third party site operator todefine a site profile. The site operator uses the topical directory inorder to identify the topics or interests to be used for customizingsearches on the third party website. FIG. 2 shows the top level topics204 of a topical directory 202. The topics in the directory can be, forexample, the topics defined in the Open Directory Project, found athttp://dmoz.org/ or can be some other topical directory. (The terms“topic” and “category” are interchangeable depending on the context, asare “subtopic” and “subcategory”.) The top level topic links may have aset of subtopics, as indicated by the arrows 206. Clicking on aparticular top level topic takes the site operator to a page associatedwith that topic's subtopics.

FIG. 3 illustrates the result of this step, where the site operator hasclicked on the topic “Computers” on page 200. As shown in FIG. 3, thesubtopics 302 of the topic “Computers” have been displayed in the righthand column. Next to each subtopic 302 is a checkbox 314. The siteoperator can select the checkbox 314 to indicate his interest in aspecific subtopic. Alternatively, the site operator can select thecheckbox 316 for the entire subtopic itself, “Computers (General)”. Thisindicates that the site operator is interested in all of the subtopicsof the topic “Computers”. The set of topics selected by the siteoperator is called a site profile or a customization profile. On theleft side of FIG. 3, after the site operator has selected one or moretopics of interest, these topics are listed in the topics field 306 forthe site operator's review. Next to each topic is a delete link 308 thatallows the site operator to delete individual topics. The site operatorcan also delete all topics by selecting the “Delete all topics” link310.

The subtopics themselves can have any number of additional levels ofsubtopics. For example, FIG. 4 illustrates that the subtopic “Games” hasfurther subtopics 402, “Board Games,” “Card Games,” etc. These werepresented to the site operator in response to the site operator clickingon the subtopic arrow 206 next to the “Games” topic label. Again, thesite operator can select either the entire subcategory by selectingcheckbox 404, or any of the individual subtopic checkboxes 406. In oneembodiment, in addition to the top level topics 204, there are twosubtopic levels. This provides sufficient breadth and granularity oftopical coverage, without imposing unnecessary computational complexity.

Referring again to FIG. 3, the site operator has indicated his interestin the “computers” topic generally. Clicking on the Generate Code button208 causes the generation of a HTML code segment that the site operatorcan insert into one or more pages of the third party website. This codesegment defines the search query interface 102, and contains parameters(here topic IDs) that describe the site profile defined by the siteoperator. An example of such a code segment is as follows:

<!-- Customized Search Query Interface-->

<FORM method=GET action=http://labs.google.com/personalized/search>

<A HREF=http://labs.google.com/personalized>

<INPUT TYPE=text name=q size=40 maxlength=255 value=″>

<INPUT TYPE=hidden name=site_profile value=127, 126, 61, 45, 5>

<INPUT type=submit name=sa VALUE=‘Customized Search’>

</FORM>

<!-- Customized Search Query Interface -->

Of interest here is line 5, which includes the variable site_profile asa set of integer topic IDs {127,126,61,45,5}, which are passed to thegeneral search engine when the query is submitted. The general searchengine maps the topic IDs to specific topics in the topical directory,to determine an associated boost value for documents that come fromwebsites associated with the topic. In this example code segment, thereare five topic IDs, but any number of IDs may be encoded here, dependingon the number of topics that the site operator selects from the topicaldirectory. The site operator adds the appropriate code segment to thedesired webpages of the third party website, and publishes those pagesfor users to access.

In an alternative embodiment, the site operator's site profile is storedlocally to the general search engine, for example in a site profiledatabase. In this embodiment, the query interface simply returns asite_ID value instead of the list of topic IDs in site_profile. Thegeneral search engine then maps the site_ID value to the site operator'ssite profile in the database.

In one embodiment, the site operator can (optionally) specify a degreeof influence by which the search results will be customized by thegeneral search engine using the site profile. The input may be textual,such as value from 0 to 10 (which is then scaled an appropriateweighting scale) or graphical (e.g., using a slider type graphicalcontrol along an graphical axis; the position of the slider relative tothe start and end points of the axis is then scaled to a weight). Thecustomization control 309 allows the site operator to adjust the rankingof the individual documents/pages of the search results with respect tohis interests, preferably as expressed in the customization profile. Thecustomization control may be explained as controlling a degree ofinfluence or contribution of the site operator's site profile to theranking of the search results, and more specifically, scaling the boostthat is applied to documents from websites associated with topics in thesite profile.

FIG. 3 illustrates an example of a graphical customization control in anembodiment where it is a slider type control that includes a controlhandle 313 that is moved along a linear dimension between a minimum 312to a maximum value 314. This type of control 309 is generally veryintuitive and easy for site operators to understand how it operates.Alternative embodiments include dial type controls, similarly providinga variable adjustment between a minimum and maximum value, and radiobuttons each with an associated predetermined adjustment amount (e.g.,five radio buttons, associated respectively with 0%, 20%, 40%, 80%, and100%). Those of skill in the art of site operator interface design willappreciate that other types of controls may be implemented to achieveessentially the same effect.

Another embodiment does not require the site operator to specify topicalinterests directly. Rather, the topics are automatically (e.g.,programmatically) derived from attributes of one or more pages of thethird party website or interactions by users of the site. The selectedpages can be just the page(s) on which the search query interfaceappears, or all pages of the website, or some other set of pages.Various different types of attributes can be used to construct the siteprofile.

First, textual attributes, such as keywords, may be automaticallyassociated with one or more pages of the site operator' website, basedon frequency of appearance in the document and the general corpus,appearance (e.g., words in headings, boldface, etc., indicating relevanttopics), or based on other statistical, morphological, syntactic, orgrammatical features. The keywords are then mapped to previouslyidentified topics in the topical directory, and the matching topics areincluded in the site profile. The mapping is easily done, for example,by providing a list of matching terms for each topic. An alternativeapproach is simply to scan the selected website pages for any of thetopic terms themselves, and use the N (e.g., 10) most frequentlyappearing topic terms as the topics for the site profile. The automaticderivation of keywords for describing documents (e.g. websites andwebpages) is well known to those of skill in the art, and thus notfurther explained here. Any known or later developed algorithm thatgenerates one or more keywords (or topics) from a given input of pagesmay be used, and the particular technique employed for this purpose isnot a material aspect of the invention.

Second, structural attributes of the selected pages may analyzed, inparticular the outbound and/or inbound link structure. The inbound linksto, and the outbound link from of a page, including the anchor text andthe outbound URL of each link, are useful indicators of what a givenpage is about. Accordingly, the anchor text terms of inbound and/oroutbound links may be used to topical keywords, and the domains of thelinked pages may also be used by weighting any search results pages fromthese linked domains to improve their ranking in the final searchresults.

In another embodiment, the site profile of a site operator includes alist of the most relevant domains related to the site operator'swebsite. For example, the site operator may provide a list of M (e.g.,5) domains that it deems of most relevant to user of the third partywebsite. Documents from these websites will have their relevance scoresweighted by the boost values associated with these website, and therebyimprove the ranking of any document in the search results which is fromone of these sites.

Third, interaction attributes of users of the third party website mayalso be used for determining a site profile. Interaction attributesincludes searches conducted by users and browsing patterns. For priorsearches, the site operator or the general search engine can keep trackof some number of prior searches by users at the third party website.The search query terms themselves can be analyzed, and some subset ofthem (e.g., the most frequently occurring query terms), can be used asthe topic terms themselves, mapped onto the topic terms, or scanned fortopic terms, as described above, to obtain the site profile topic IDs.

Interaction attributes also include the browsing patterns of site users.A user's site browsing patterns can be captured in a client side browsertool, such as a search query interface that is resident in the browsertoolbar. For example, the browser tool can maintain a list of domainsthat a user accesses, including the order in which domains are accessed.In one embodiment, the domain information can be stored in domaintuples, as pairs of domains {origin_domain, destination_domain}, wherethe origin_domain is the site from which the user then links or accessthe destination_domain. From this domain access information, therelevant domains for any selected domain can be readily determined.First the domain access information from a plurality (e.g., hundreds orthousands, or more) users is obtained. For a given site operator'sdomain, all other domains that were either origin_domains ordestination_domains can be determined. The most frequently occurringorigin or destination domains are then considered the relevant domainsfor the site profile. In another embodiment, the general search enginesite maintains for each of the third party sites that use its services,a list of the domains that are accessed by those users who also accessthe third party site, as well as the frequency of those visits to suchdomains.

In one embodiment, the customization of search results is provided bythe following methodology and system. Those of skill in the art ofsearch engine design can readily understanding the basic structure of ageneral search engine and its operation in which this methodology can beimplemented. Referring now to FIG. 5, there is shown one embodiment of asoftware architecture and associated dataflow for practicing the presentinvention.

The user operates a client application 118, including a browser. Theuser accesses the site operator' website 119, enters a search query inthe search query interface 102, as illustrated above. The search query(Q), along with the site profile parameters (e.g., site_profile topicIDs or site profile ID, depending on the implementation) is provided tothe general search engine 104 via a front end server 102.

The front end server 102 issues a search request the general searchengine 104 on the query Q and site profile. The front end server willreceive back from the search engine 104 the customized search results,R_profile. The search engine 104 can apply any type of informationretrieval scoring and relevance ranking process to determine aninformation retrieval score for each of a number of documents. The IRscore can be determined, for example, using the PageRank algorithm, asdisclosed in U.S. Pat. No. 6,285,999, “Method for node ranking in alinked database”, which is incorporated by reference herein in itsentirety and for all of its teachings.

The customized query (Q, site profile) contains the site operator'stopic IDs (or site ID again, depending on the embodiment). The generalsearch engine 104 follows a similar processing control flow as anynormal query that is otherwise receives, but it accesses a customizationserver 108 during the scoring function by providing the site profile (orsite ID) to the customization server 108.

The customization server 108 “boosts” documents that are relevant to thesite profile for the site operator. If the customization server 108receives the site profile directly, then it can determine theappropriate topic boosts for each topic identified in the site profile.If the customization server 108 receives a site ID of the third partywebsite 119, then it can lookup the site profile in the site profiledatabase 110. A site profiling tool 107 can be used to either generatethe code segment as described above, or to generate the site profiledirectly using any of the various automated site analysis methodsdescribed above.

In one embodiment of the invention, the topic boosts are implementedusing a set of maps (one map for each topic/subtopic in the directory),of the form:

-   -   {Site --> boost}

So for example, the category “Health” has a topic map of the form

-   -   {Site --> boost}

which contains entries such as:

-   -   nih.gov --> 5.8    -   cdc.gov --> 7.9    -   med.stanford.edu --> 3.5

where nih.gov, cdc.gov, and med.Stanford.edu are various sites (domains)that have been determined (either manually or automatically) to berelated to the topic “Health.” In other words, for each topic in thedirectory, there is a set of sites that have been determined to berelevant to the topic, and for each of these sites, a boost value isdefined.

The boost for the sites listed in the topical directory is generallydetermined as follows:

a) A “site graph” is generated where nodes of the graph are sites(basically, pages on the same host) and edges between nodes are weightedbased on the number of pages from one site that link to pages onanother. This same type of graph can be used to compute all topic boostmaps.

b) For each topic in the directory, say “Health”, a number of sites areselected as “start sites” S0 whose home page is listed in the OpenDirectory. For example, for a university like Stanford, start sites maybe selected as any site ending in .stanford.edu.

c) A computation is run in two passes:

-   -   i) first identify a set of sites S1 that are linked-to heavily        by those sites in S0, with each site in S1 assigned a weight        according to how heavily it's linked-to by sites in S0.    -   ii) then identify those sites S2 that are linked-to heavily by        those sites in S1, weighted as with S1.

d) The sites in S2 are boosted with their assigned weights.

When a customized query comes in with a site profile (e.g., {Health,Music}), then the customization server 108 consults the respective mapsfor these topics. When a document in the query results is from a domainincluded a topic map, the customization server 108 boosts the IR scorefor the document by the boost value associated with topic, so that thedocument gets its IR score improved.

In the embodiment described above where the site operator directlyspecifies a number of most relevant sites, again the customizationserver 108 can obtain the corresponding boost value for each of thesesites from the topic maps.

For example if http://www.med.stanford.edu/research/ were one of theresults for query Q, and site profile included “Health,” then thatresult would get a multiplicative boost of 3.5 to its IR score, becausethat page is on the site med.stanford.edu, which as illustrated abovehas a boost value of 3.5. For multiple interests, the values in thecorresponding maps are multiplied together for a combined effect.Further details of one implementation for determining the boost forsites in the directory boost map is described in the relatedapplication, “Improved Methods for Ranking Nodes in Large DirectedGraphs,” which is incorporated by reference.

The front end server 102 receives the customized search resultsR_profile, and passes them back the client application 118 for displayto the user.

In an embodiment in which the site operator is provided with, and usesthe customization control 309, the following additional steps areundertaken.

First, the front end server 102 makes two search requests to the searchengine 104, the customized query R_profile, as above, and anotherrequest, a base query, just on the query Q with the site profile beingset to NULL. The base query (Q,NULL) is the same as searching for Q onthe search engine 104 without any profile information, so R_base is theresult set that the general search engine 104 would normally return inresponse to the query. This search corresponds to the degree ofinfluence being 0%, e.g., the customization slider 309 set at itsminimum position 312. R_profile represents the degree of influence ofthe site profile being maximal (i.e., 100%), for example, where theslider is at its maximum position 314. In one embodiment, the control309 has 11 positions (positions 0 through 10), but any number ofpositions may be used, and the rankings for intermediate positionsbetween 0 and 10 are linearly interpolated; this means using R_base andR_profile, the customization server 108 can determine the appropriateranking of the documents.

The customization server 108 appends the results in R_profile that arenot in R_base to R_base to get a list of all unique results (either inR_base or R_profile) called R_all. The customization server 108 thenassigns consecutive identification numbers to the results in R_all thatserve as identifiers (R_IDs). For each of these result documents then,the customization server 108 boosts (e.g., multiplies) each document'sIR score by the boost value from the topic directory (if any) of itsdomain, and the interpolated weighting factor for the site operator'sspecified degree of influence (e.g. 0.5, when the customization control309 is set halfway between the maximum and minimum values).

The present invention has been described in particular detail withrespect to one possible embodiment. Those of skill in the art willappreciate that the invention may be practiced in other embodiments.First, the particular naming of the components, capitalization of terms,the attributes, data structures, or any other programming or structuralaspect is not mandatory or significant, and the mechanisms thatimplement the invention or its features may have different names,formats, or protocols. Further, the system may be implemented via acombination of hardware and software, as described, or entirely inhardware elements. Also, the particular division of functionalitybetween the various system components described herein is merelyexemplary, and not mandatory; functions performed by a single systemcomponent may instead be performed by multiple components, and functionsperformed by multiple components may instead be performed by a singlecomponent.

Some portions of above description present the features of the presentinvention in terms of algorithms and symbolic representations ofoperations on information. These algorithmic descriptions andrepresentations are the means used by those skilled in the dataprocessing arts to most effectively convey the substance of their workto others skilled in the art. These operations, while describedfunctionally or logically, are understood to be implemented by computerprograms. Furthermore, it has also proven convenient at times, to referto these arrangements of operations as modules or by functional names,without loss of generality.

Unless specifically stated otherwise as apparent from the abovediscussion, it is appreciated that throughout the description,discussions utilizing terms such as “calculating” or “determining” or“identifying” or the like, refer to the action and processes of acomputer system, or similar electronic computing device, thatmanipulates and transforms data represented as physical (electronic)quantities within the computer system memories or registers or othersuch information storage, transmission or display devices.

Certain aspects of the present invention include process steps andinstructions described herein in the form of an algorithm. It should benoted that the process steps and instructions of the present inventioncould be embodied in software, firmware or hardware, and when embodiedin software, could be downloaded to reside on and be operated fromdifferent platforms used by real time network operating systems.

The present invention also relates to an apparatus for performing theoperations herein. This apparatus may be specially constructed for therequired purposes, or it may comprise a general-purpose computerselectively activated or reconfigured by a computer program stored on acomputer readable medium that can be accessed by the computer. Such acomputer program may be stored in a computer readable storage medium,such as, but is not limited to, any type of disk including floppy disks,optical disks, CD-ROMs, magnetic-optical disks, read-only memories(ROMs), random access memories (RAMs), EPROMs, EEPROMs, magnetic oroptical cards, or any type of media suitable for storing electronicinstructions, and each coupled to a computer system bus. Those of skillin the art of integrated circuit design and video codecs appreciate thatthe invention can be readily fabricated in various types of integratedcircuits based on the above functional and structural descriptions,including application specific integrated circuits (ASIC). In addition,the present invention may be incorporated into various types of videocoding devices.

The algorithms and operations presented herein are not inherentlyrelated to any particular computer or other apparatus. Variousgeneral-purpose systems may also be used with programs in accordancewith the teachings herein, or it may prove convenient to construct morespecialized apparatus to perform the required method steps. The requiredstructure for a variety of these systems will be apparent to those ofskill in the art, along with equivalent variations. In addition, thepresent invention is not described with reference to any particularprogramming language. It is appreciated that a variety of programminglanguages may be used to implement the teachings of the presentinvention as described herein, and any references to specific languagesare provided for disclosure of enablement and best mode of the presentinvention.

Finally, it should be noted that the language used in the specificationhas been principally selected for readability and instructionalpurposes, and may not have been selected to delineate or circumscribethe inventive subject matter. Accordingly, the disclosure of the presentinvention is intended to be illustrative, but not limiting, of the scopeof the invention.

1. A computer implemented method comprising: receiving a request toperform a search at a general search engine site, the request comprisinga query received from a user through a search query interface presentedon a third party website; accessing a search customization profiledefined for the third party website by a provider of the third partywebsite, wherein the search customization profile includes a topicidentifier; mapping the topic identifier to a specific topic to be usedfor customizing the search; retrieving a set of documents responsive tothe query, each document in the set of documents having an informationretrieval score; adjusting the information retrieval score of each ofthe documents that are associated with the specific topic by a weightvalue associated with the specific topic; ranking the set of documentsaccording to the respective information retrieval scores after adjustingthe information retrieval score of each of the documents that areassociated with the specific topic; and returning to the third partywebsite, in response to the request, search results identifying at leasta highest ranking portion of the set of documents and the rank order ofthe documents in the highest ranking portion.
 2. The method of claim 1,wherein accessing the search customization profile defined for the thirdparty website further comprises: receiving the search customizationprofile in conjunction with the query.
 3. The method of claim 1, whereinaccessing the search customization profile defined for the third partywebsite further comprises: receiving a site identifier from the thirdparty website; and retrieving the search customization profile from adatabase communicatively coupled to the general search engine.
 4. Themethod of claim 1, further comprising: providing a topical directory oftopics, wherein each topic is associated with at least one domain, eachdomain having a weight for weighting a ranking of a document from thedomain; receiving from a selection of topic identifiers associated withthe topics from the directory to be associated with the third partywebsite; and generating the search customization profile from the topicidentifiers.
 5. The method of claim 4, wherein generating the searchcustomization profile comprises: generating code including the searchcustomization profile for inclusion in the third party website.
 6. Themethod of claim 4, wherein generating the search customization profilecomprises: generating code for creating a search query interface forreceiving the query and providing the query and the search customizationprofile to the general search engine, the code for inclusion in thethird party website, the code including the search customizationprofile.
 7. The method of claim 4, wherein generating the searchcustomization profile comprises: storing the search customizationprofile in a database communicatively coupled to the general searchengine in association with a site identifier of the third party website.8. The method of claim 1, further comprising: automatically generatingthe search customization profile by analysis of attributes of the thirdparty website.
 9. The method of claim 8, wherein automaticallygenerating the search customization profile comprises: associatingkeywords with at least one page of the third party website; determiningtopics from a topical directory that correspond to the keywords; andincluding topic identifiers associated with the determined topics in thesearch customization profile.
 10. The method of claim 8, whereinautomatically generating the search customization profile comprises:identifying outbound links on at least one page of the third partywebsite; determining domains corresponding to the outbound links;determining topics from a topical directory that correspond to thekeywords that are associated with the internet sites; and includingtopic identifiers associated with the determined topics in the searchcustomization profile.
 11. The method of claim 8, wherein automaticallygenerating the search customization profile comprises: identifyingoutbound links on at least one page of the third party website;determining domains corresponding to the outbound links; and includingthe determined domains in the search customization profile.
 12. Themethod of claim 8, wherein automatically generating the searchcustomization profile comprises: identifying inbound links to at leastone page of the third party website; determining internet sitescorresponding to the inbound links; determining topics from a topicaldirectory that correspond to the keywords that are associated with theinternet sites; and including topic identifiers associated with thedetermined topics in the search customization profile.
 13. The method ofclaim 8, wherein automatically generating the search customizationprofile comprises: identifying inbound links to at least one page of thethird party website; determining internet sites corresponding to theinbound links; and including the determined sites in the searchcustomization profile.
 14. The method of claim 8, wherein automaticallygenerating the search customization profile comprises: determining froma plurality of users, domain access information from user accesses tomultiple domains; determining for a domain including the third partywebsite, at least one of other domains most frequently accessed from thethird party website, or other domains from which the third party websiteis most frequently accessed; and including the determined domains in thesearch customization profile.
 15. The method of claim 8, whereinautomatically generating the search customization profile comprises:selecting keywords from previous searches entered on the third partywebsite; determining topics from a topical directory that correspond tothe keywords; and including topic identifiers associated with thedetermined topics in the search customization profile.
 16. The method ofclaim 1, wherein ranking the set of documents comprises: determiningfrom the search customization profile a set of topics; determining foreach topic a set of websites associated with the topics; and for each ofthe documents in the set of documents that is from one of the websites,weighting the information retrieval score of the respective document bya weight value associated with the website.
 17. The method of claim 16,wherein weighting the information retrieval score of the document by aweight value associated with the website comprises: multiplying theinformation retrieval score of the document by the weight valueassociated with the website.
 18. The method of claim 1, wherein rankingthe set of documents comprises: determining from the searchcustomization profile a set of relevant websites associated with thethird party website; for a document in the set of documents that is fromone of the websites, weighting the information retrieval score of thedocument by a weight value associated with the website; and ranking thedocuments by the information retrieval scores.
 19. The method of claim1, wherein ranking the set of documents comprises: ranking the set ofdocuments in response to a degree of influence of the searchcustomization profile.
 20. The method of claim 19, wherein ranking theset of documents comprises: weighting an information retrieval score ofeach document by the degree of influence of the search customizationprofile.
 21. The method of claim 1, wherein ranking the set of documentscomprises: receiving a degree of influence indicating an amount eachinformation retrieval score is adjusted by the weight value.
 22. Themethod of claim 21, wherein the degree of influence is received from anoperator of the third party website.
 23. The method of claim 22, whereinthe degree of influence is determined by the site operator using aslider type graphical control along a graphical axis, wherein theposition of the slider is scaled to the weight.
 24. The method of claim1, further comprising: applying the search customization profile to allqueries received through the search query interface presented on thethird party website.
 25. A computer readable medium encoded with acomputer program comprising instruction that, when executed, operate tocause a computer to perform operations comprising: receiving a requestto perform a search at a general search engine site, the requestcomprising a query received from a user through a search query interfacepresented on a third party website; accessing a search customizationprofile defined for the third party website by a provider of the thirdparty website, wherein the search customization profile includes a topicidentifier; mapping the topic identifier to a specific topic to be usedfor customizing the search; retrieving a set of documents responsive tothe query, each document in the set of documents having an informationretrieval score; adjusting the information retrieval score of each ofthe documents that are associated with the specific topic by a weightvalue associated with the specific topic; ranking the set of documentsaccording to the respective information retrieval scores after adjustingthe information retrieval score of each of the documents that areassociated with the specific topic; and returning to the third partywebsite, in response to the request, search results identifying at leasta highest ranking portion of the set of documents and the rank order ofthe documents in the highest ranking portion.
 26. The computer-readablemedium of claim 25, wherein the operations further comprise: applyingthe search customization profile to all queries received through thesearch query interface presented on the third party website.
 27. Asystem comprising: one or more computers; and a computer-readable mediumcoupled to the one or more computers having instructions stored thereonwhich, when executed by the one or more computers, causes the one ormore computers to perform operations comprising; receiving a request toperform a search at a general search engine site, the request comprisinga query received from a user through a search query interface presentedon a third party website; accessing a search customization profiledefined for the third party website by a provider of the third partywebsite, wherein the search customization profile includes a topicidentifier; mapping the topic identifier to a specific topic to be usedfor customizing the search; retrieving a set of documents responsive tothe query, each document in the set of documents having an informationretrieval score; adjusting the information retrieval score of each ofthe documents that are associated with the specific topic by a weightvalue associated with the specific topic; ranking the set of documentsaccording to the respective information retrieval scores after adjustingthe information retrieval score of each of the documents that areaassociated with the specific topic; and returning to the third partywebsite, in response to the request, search results identifying at leasta highest ranking portion of the set of documents and the rank order ofthe documents in the highest ranking portion.
 28. The system of claim27, wherein the operations further comprise: receiving the searchcustomization profile in conjunction with the query.
 29. The system ofclaim 27, wherein the operations further comprise: receiving a siteidentifier from the third party website; and retrieving the searchcustomization profile from a database communicatively coupled to thegeneral search engine.
 30. The system of claim 27, wherein theoperations further comprise: providing a topical directory of topics,wherein each topic is associated with at least one domain, each domainhaving a weight for weighting a ranking of a document from the domain;receiving from a selection of topic identifiers associated with thetopics from the directory to be associated with the third party website;and generating the search customization profile from the topicidentifiers.
 31. The system of claim 27, wherein the operations furthercomprise: automatically generating the search customization profile byanalysis of attributes of the third party website.
 32. The system ofclaim 31, wherein the operations further comprise: associating keywordswith at least one page of the third party website; determining topicsfrom a topical directory that correspond to the keywords; and includingtopic identifiers associated with the determined topics in the searchcustomization profile.
 33. The system of claim 31, wherein theoperations further comprise: identifying outbound links on at least onepage of the third party website; determining domains corresponding tothe outbound links; and determining topics from a topical directory thatcorrespond to the keywords that are associated with the internet sites;and including topic identifiers associated with the determined topics inthe search customization profile.
 34. The system of claim 27, whereinthe operations further comprise: receiving a weight by which the each ofthe set of documents can be ranked by the search customization profile.35. The system of claim 34, wherein the degree of influence is receivedfrom an operator of the third party website.
 36. The system of claim 35,wherein the degree of influence is determined by the site operator usinga slider type graphical control along a graphical axis, wherein theposition of the slider is scaled to the weight.
 37. The system of claim27, wherein the operations further comprise: applying the searchcustomization profile to all queries received through the search queryinterface presented on the third party website.